Öz
The airlines companies affect a diverse audience. They must be present effectively in all media where this audience is able to research information and also, operate in an area where their positive or negative reputation is formed at high speed. This is to inform the airlines companies both collective and individual basis, to produce a satisfactory message which is reachable easily by their audience and to be present everywhere. Social media can be defined as an unstructured assembly of free agents, maintaining strong communication between them, with three characteristics: – Common interests and common objectives (knowledge, skills...) – A common understanding (common language - common culture and values); – Mutual credibility (competence and recognition of the value of other). In this sense, this article aims to analyze the impact of social media on a crisis management example of Onur Air’s social campaign which has received too many reactions in order to expose the effect of organizational reputation. Our work aims to compare the created effects by Onur Air’s followers through social campaign presented and published on the official Facebook page of Onur Air and also, the comments made on Facebook and Twitter by users by a qualitative analysis.
Anahtar Kelimeler
Kaynakça
- ALARD P., DIRRIGER D. (2000), La stratégie de relation clients, Paris, Dunod.
- BALMER J.M., STEPHEN G.A. (2006), Revealing the Corporation, Routledge.
- BALMER J. M. (1995), « Corporate Branding and Connoisseurship », Journal of
- General Management, vol. 21, n°1, p. 24-46. BILLIET S. (2009), Les Relations publiques : refonder la confiance entre l’entreprise, les marques et leurs publics, Paris, Dunod.
- BOISTEL P. (1994), L’image d’entreprise comme avantage concurrentiel : un essai de modélisation sur une banque régionale, thèse en sciences de gestion, IAE de Caen.
- BOYD D., ELLISON, N.B. (2007), « Social Network Sites: Definition, History, and Scholarship», Journal of Computer-Mediated Communication, vol. 13, n°1.
- CURIEN N. (2000), Économie des réseaux, Paris, La Découverte.
- MERCIER P.-A. (2008), « Liens faibles sur courants faibles. Réseaux sociaux et technologies de communication », Informations Sociales, n°147, p. 20-31.
- D’ALMEIDA N. (2007), La société du jugement, Paris, Armand Colin.
- DELOITTE (2009), Social Networking and Reputational Risk in the Workplace, Deloitte Survey.
- DONALDSON T., PRESTON L.E. (1995), « The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications », The Academy of
- Management Review, vol. 20, n°1, p. 65-91. FOMBRUN C. (1996), Reputation: Realizing Value from the Corporate
- Image, Harvard Business Press. FREEMAN E. (1984), Strategic Management: A Stakeholder Approach, Cambridge University Press.
- GREYSER S. (1996), Corporate Reputation and the Bottom Line, The International Corporate Identity Group, House of Lords, Place of Westminster.
- How Do Your Social Media Monitoring Efforts Stack Up?, www.emarketer.com/ Article. aspx?R=1008220&ds, (25.06.2012)
- LENDREVIE J., LEVY J., LINDON D. (2003), Mercator, 7 ème éd., Paris, Dalloz.
- Maathuis O. J. M. (1993), Corporate Image, Performance and Communication, Eburon, Delft.
- PAL J.K. (2010), « Social networks enabling matrimonial information services in India », International Journal of Library and Information Science, vol. 2, n°4, p. 54-64.
- PORTER L.V., SALLOT L.M. (2005), « Web power: A survet of practitioners’ worldwide web use and their perception of its effects on their decision-making power », Public Relations Review, n°31, p. 111-119.
- SUNDAR S.S., KIM J. (2005), « Interactivity and persuasion: Influencing attitudes with information and involvement », Journal of Interactive Advertising, vol. 5, n°
- The Social Side of the Internet, Pew internet & American Life Project, Janvier 20 VAN RIEL Cees B.M., BALMER John M.T. (1997), « Corporate identity: the concept, its measurement and management », European Journal of Marketing, vol. 31, n°5/6, p. 340-355.
Impact des médias sociaux sur le management de la réputation : l’étude du cas de la compagnie aérienne Onur Air
Öz
Les compagnies aériennes touchent un public conséquent et varié. Elles se doivent d’être présentes dans tous les médias où ces personnes sont susceptibles de rechercher de l’information et opèrent dans un secteur où la réputation positive ou négative se forge à grande vitesse. Il s’agit donc d’informer à la fois de manière collective et individualisée, de produire un message satisfaisant, facilement transmissible d’individu à individu et d’être présent partout. Les médias sociaux peuvent être définis comme un assemblage non structuré d’acteurs libres, entretenant entre eux une communication forte, présentant trois caractéristiques: – des intérêts communs et des objectifs communs (connaissances, compétences, etc.); – une même compréhension (langage commun, valeurs et cultures communes); – une crédibilité réciproque (compétence et reconnaissance de la valeur de l’autre). En ce sens, cet article a pour objectif d’analyser l’impact des médias sociaux en situation de gestion de crise. Dans le but d’exposer l’effet de la réputation organisationnelle, nous avons retenu le cas de la campagne sociale de la compagnie aérienne turque Onur Air qui a reçu trop de réactions postcrise. Notre travail vise, par une analyse qualitative de l’étude de cas d’Onur Air, à comparer les effets créés sur le public par la campagne sociale d’Onur Air présentée et publiée sur sa page officielle de Facebook et les commentaires faits par le public sur Facebook et sur Twitter.
Anahtar Kelimeler
reputation organisationnelle medias sociaux communication de crise
Kaynakça
- ALARD P., DIRRIGER D. (2000), La stratégie de relation clients, Paris, Dunod.
- BALMER J.M., STEPHEN G.A. (2006), Revealing the Corporation, Routledge.
- BALMER J. M. (1995), « Corporate Branding and Connoisseurship », Journal of
- General Management, vol. 21, n°1, p. 24-46. BILLIET S. (2009), Les Relations publiques : refonder la confiance entre l’entreprise, les marques et leurs publics, Paris, Dunod.
- BOISTEL P. (1994), L’image d’entreprise comme avantage concurrentiel : un essai de modélisation sur une banque régionale, thèse en sciences de gestion, IAE de Caen.
- BOYD D., ELLISON, N.B. (2007), « Social Network Sites: Definition, History, and Scholarship», Journal of Computer-Mediated Communication, vol. 13, n°1.
- CURIEN N. (2000), Économie des réseaux, Paris, La Découverte.
- MERCIER P.-A. (2008), « Liens faibles sur courants faibles. Réseaux sociaux et technologies de communication », Informations Sociales, n°147, p. 20-31.
- D’ALMEIDA N. (2007), La société du jugement, Paris, Armand Colin.
- DELOITTE (2009), Social Networking and Reputational Risk in the Workplace, Deloitte Survey.
- DONALDSON T., PRESTON L.E. (1995), « The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications », The Academy of
- Management Review, vol. 20, n°1, p. 65-91. FOMBRUN C. (1996), Reputation: Realizing Value from the Corporate
- Image, Harvard Business Press. FREEMAN E. (1984), Strategic Management: A Stakeholder Approach, Cambridge University Press.
- GREYSER S. (1996), Corporate Reputation and the Bottom Line, The International Corporate Identity Group, House of Lords, Place of Westminster.
- How Do Your Social Media Monitoring Efforts Stack Up?, www.emarketer.com/ Article. aspx?R=1008220&ds, (25.06.2012)
- LENDREVIE J., LEVY J., LINDON D. (2003), Mercator, 7 ème éd., Paris, Dalloz.
- Maathuis O. J. M. (1993), Corporate Image, Performance and Communication, Eburon, Delft.
- PAL J.K. (2010), « Social networks enabling matrimonial information services in India », International Journal of Library and Information Science, vol. 2, n°4, p. 54-64.
- PORTER L.V., SALLOT L.M. (2005), « Web power: A survet of practitioners’ worldwide web use and their perception of its effects on their decision-making power », Public Relations Review, n°31, p. 111-119.
- SUNDAR S.S., KIM J. (2005), « Interactivity and persuasion: Influencing attitudes with information and involvement », Journal of Interactive Advertising, vol. 5, n°
- The Social Side of the Internet, Pew internet & American Life Project, Janvier 20 VAN RIEL Cees B.M., BALMER John M.T. (1997), « Corporate identity: the concept, its measurement and management », European Journal of Marketing, vol. 31, n°5/6, p. 340-355.
Öz
Ani olarak ortaya çıkan ve bulunduğu çevredeki unsurları genellikle olumsuz etkileyen, istem dışı gelişmeler olarak tanımlanan kriz anlarında hızlı ve mesaj birliği çerçevesinde cevap verebilmek; önceden hazırlıklı olmak, iletişim içinde olunan hedef kitleleri bilgilendirecek ve ikna edecek senaryolar geliştirebilmek kurumların itibarları açısından önemli davranış biçimleridir. Faaliyet gösterdikleri sektör gereği çok çeşitli hedef kitlelere hizmet veren havayolu şirketleri her an kriz riski ile karşı karşıyadır. Kriz anlarında mevcut tehlike ve tehditlerden en az zararlar çıkmak ve kriz ortamındaki gelişmeleri fırsata çevirebilmek etkin bir kriz iletişimi yönetimi ile olur. Geleneksel iletişim kanallarının etkili kullanımının yanı sıra zaman ve maliyet etkin, anlık etkileşime izin veren sosyal medya kanalları kriz yönetiminde öne çıkmaktadır. Sosyal medya üç özelliği ile kurum ve hedef kitleleri aralarında güçlü bir iletişim sağlamada tercih edilmektedir: – Ortak ilgi ve hedefleri olan birey ve grupları kolayca bir araya getirebilme (bilgi, beceri, vb…); – Ortak bir anlayış yaratabilme (ortak dil - ortak kültür ve değerler); – Karşılıklı güvenilirlik sağlama (yetkinlik ve diğer değerinin tanınması). Bu çalışmanın amacı 2009 yılında yaşanan Van Depremi sırasında düzenlediği sosyal kampanya ile çok tepki alan Onur Air vakasında kriz yönetiminde sosyal medya kullanımının örgütsel itibara etkisini ortaya koymaktır. Çalışmada; Onur Air’in resmi Facebook sayfasında yayınlanan depreme yönelik sosyal kampanyasına, sayfanın takipçilerinin Facebook ve Twitter üzerinden gösterdikleri tepkiler ve yaptıkları yorumlar nitel bir analiz ile değerlendirilmiştir. Bu sürecin ve Onur Air’in yaşadığı diğer krizlerin marka değeri ve kurumsal itibarına etkilerinin karşılaştırılması amaçlanmıştır.
Anahtar Kelimeler
Kaynakça
- ALARD P., DIRRIGER D. (2000), La stratégie de relation clients, Paris, Dunod.
- BALMER J.M., STEPHEN G.A. (2006), Revealing the Corporation, Routledge.
- BALMER J. M. (1995), « Corporate Branding and Connoisseurship », Journal of
- General Management, vol. 21, n°1, p. 24-46. BILLIET S. (2009), Les Relations publiques : refonder la confiance entre l’entreprise, les marques et leurs publics, Paris, Dunod.
- BOISTEL P. (1994), L’image d’entreprise comme avantage concurrentiel : un essai de modélisation sur une banque régionale, thèse en sciences de gestion, IAE de Caen.
- BOYD D., ELLISON, N.B. (2007), « Social Network Sites: Definition, History, and Scholarship», Journal of Computer-Mediated Communication, vol. 13, n°1.
- CURIEN N. (2000), Économie des réseaux, Paris, La Découverte.
- MERCIER P.-A. (2008), « Liens faibles sur courants faibles. Réseaux sociaux et technologies de communication », Informations Sociales, n°147, p. 20-31.
- D’ALMEIDA N. (2007), La société du jugement, Paris, Armand Colin.
- DELOITTE (2009), Social Networking and Reputational Risk in the Workplace, Deloitte Survey.
- DONALDSON T., PRESTON L.E. (1995), « The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications », The Academy of
- Management Review, vol. 20, n°1, p. 65-91. FOMBRUN C. (1996), Reputation: Realizing Value from the Corporate
- Image, Harvard Business Press. FREEMAN E. (1984), Strategic Management: A Stakeholder Approach, Cambridge University Press.
- GREYSER S. (1996), Corporate Reputation and the Bottom Line, The International Corporate Identity Group, House of Lords, Place of Westminster.
- How Do Your Social Media Monitoring Efforts Stack Up?, www.emarketer.com/ Article. aspx?R=1008220&ds, (25.06.2012)
- LENDREVIE J., LEVY J., LINDON D. (2003), Mercator, 7 ème éd., Paris, Dalloz.
- Maathuis O. J. M. (1993), Corporate Image, Performance and Communication, Eburon, Delft.
- PAL J.K. (2010), « Social networks enabling matrimonial information services in India », International Journal of Library and Information Science, vol. 2, n°4, p. 54-64.
- PORTER L.V., SALLOT L.M. (2005), « Web power: A survet of practitioners’ worldwide web use and their perception of its effects on their decision-making power », Public Relations Review, n°31, p. 111-119.
- SUNDAR S.S., KIM J. (2005), « Interactivity and persuasion: Influencing attitudes with information and involvement », Journal of Interactive Advertising, vol. 5, n°
- The Social Side of the Internet, Pew internet & American Life Project, Janvier 20 VAN RIEL Cees B.M., BALMER John M.T. (1997), « Corporate identity: the concept, its measurement and management », European Journal of Marketing, vol. 31, n°5/6, p. 340-355.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 1 Haziran 2013 |
| Yayımlandığı Sayı | Yıl 2013Sayı: 18 |
